EasyJet onboards Armadillo for CRM strategy revamp

EasyJet has drafted in Bristol-based agency Armadillo as part of plans to enhance its CRM strategy, as the budget airline continues to shake up its agency arrangements.

Armadillo has been briefed to deliver on its strategic, creative and data-driven approach to elevate easyJet’s customer experience even further and realise the team’s ambitions.

The agency will work with the cloud-based customer engagement platform, operated by Braze that helps businesses foster stronger, lasting relationships with their customers through personalised, real-time interactions across multiple channels like email and mobile.

Tapping into Braze’s advanced capabilities and more effective use of data, each easyJet customer can now expect high-quality, personalised content across multiple channels.

EasyJet customer communications transformation manager David Jacobs said: “From the moment we first engaged with the Armadillo team, it was very clear to us that they had understood our needs and business. There was a very obvious rapport as well as alignment in our values as a business too.

“Armadillo have what I can only describe as an infectious passion for CRM. Their exceptional knowledge of CRM and Braze really shone through for us so we were excited to partner with them.

“We look forward to working with them to deliver our aspiration of having a best in class CRM programme that supports the needs of our easyJet customers.”

Armadillo managing director Joanna Penn added: “We’re so pleased to be working with ambitious clients who know what they want out of their martech. It was immediately clear easyJet’s goals could be unlocked through our partnership, and the chemistry and knowledge on both sides has been evident from day one.”

EasyJet already partners with several agencies for marketing and advertising. VCCP London is its creative agency of record, Kepler for digital media strategy and buying, and T&Pm for media. Meanwhile, Oliver has formed the in-house agency Parasol Studio to handle integrated campaign design and production.